Study On Channel Conflict And Control In Telecommunication Industry

With the rapid development of Chinese economy, the competition in telecommunication market become dractical, the telecom operators face great challenge. The competition between telecom operators have changed from the scope of network, the diversity of services,the subscriber number and the brand to the marketing channel management.Marketing channel becomes important than ever before.At the same time, the conflict between telecom operators and marketing channels become acute.How to select and control marketing channels, according to the operators'resource, is a very important and urgent problem in telecom industry.According to related references, the desertation summarizes the theory about structure of marketing channel,machnism of channel conflict and the steps and factors of channel control.By means of analyzing the state of China telecom opertors' marketing channels development and major international telecom operators'marketing channels, presents channel management strategy from channel design,channel management and channel incentive.As early as the background of regulatory bodies in developed countries for more regulation of the telecommunications market in China, foreign operators use customization of mobile terminal,enhanced penetration and control of the channel, and the telecom operators on the control channel are superior to that of China telecommunications market.Japanese operator NTTDoCoMo,South Korea and the United Kingdom operators SKT and Vodafone are successful cases by controlling the marketing channels resources through customization of mobile terminal.This dissertation has established the interest function model of the telecom operator and marketing channel,and solved operator's profit Channel's profit and solved the cooperation space in the proportion of the market share of 6 to 4.Summarize the effective marketing channel management system according to marketing channels'level.To solve the marketing channel conflict problem in China telecom industry, based on the channel behavour theory and tansaction cost theory, this desertation has studied on the reason,process and evolvement of channel conflict.This dessertation has solved the situation of three types of co-operation mode of telecom operators and channels to the distribution of benefits of the system,and confirmed different interests of the system.Considering the infinitely repeated "Prisoner's Dilemma" game,this desertation has proved that as long as the horizontal channel conflict have been taken by both the trigger strategy, will be contributed to each stage in the cooperation, in which case the two "prisoners"will spontaneously out of the woods.Thus, the dissertation describes the carriers should design an incentive mechanism (game rules), which channels have the enthusiasm to meet their marketing intentions and goals.For the channel's control problem,this dissertation has a clear theory recall of channel control theory about the content, characteristics and purpose, and has established an analytical framework.Based on transaction cost theory, this disseartation has revealed the nature of the channel control and channel control structure of the influencing factors, and has put forward the strategy and mechanisms in the marketing channel control.Assumption that when the telecom operators for the consideration of market competition, the telecom operator need co-operate with strong marketing channels where the channels at this time need to be taken into account the bargaining power and the issue of vertical restraints and four types of vertical restraints on the market circumstances of the modeling analysis.This dissertation has empirical analysis of the channel control strategy, through the survey and interview data collected and processed of the H provincial mobile operators.For channel selection,this dessertation has analyzed transaction costs through the establishment of asset-specific model,telecommunication market growth environment, trading frequency, telecommunication services concentration and compliance costs and other channel model reflects the perspective of the economy, increased channel "control" interpretation efforts.In order to objectively evaluate the channel selection, the establishment of the evaluation index system,the fuzzy comprehensive evaluation of the ideas and methods are applied to the channel selection,and the proposed channel selection evaluation model of fuzzy comprehensive evaluation, the adoption of the methods can be qualitative factors,fuzzy quantitative factors, so that the choice of channels become easy to implement.